What is the force in apple

How to use the Force Touch trackpad

Learn about the Force Touch trackpad, its features, and how to use it.

Force click with Force Touch trackpad

The Force Touch trackpad lets you Force click by pressing on the trackpad and then applying more pressure. This allows you to take advantage of added functionality in many apps and system features on your Mac.

To see a video of a Force click, choose Apple menu  > System Preferences. Then choose Trackpad, click the Point & Click tab, and hover the pointer over the Look up & data detectors checkbox.

What you can do with a Force click

Here are some examples of what you can do with a Force click:

• Look up: Force click text in a webpage or Mail message to see more information about the text from sources like Dictionary, Wikipedia, and more.
• Addresses: Force click an address to see a Maps preview of that location.
• Events: Force click dates and events to add them to Calendar.
• Flight numbers: Force click an airline flight number to get details about the flight.
• Link previews: Force click a link in Safari or Mail to see an inline preview of the webpage.
• Tracking numbers: Force click a tracking number in Safari or Mail to see shipping details in a popover.
• File icons: Force click a file icon to see a Quick Look preview of the file’s content.
• File names: Force click a file name in the Finder or on your desktop to edit the file name.
• Dock: Force click an app in the Dock to access App Exposé. This shows you all open windows for that app.
• Mail: When composing a message with an image or PDF attachment, Force click the attachment to activate Markup. This lets you annotate the attachment.
• Messages: Force click a conversation in the sidebar to see details and attachments, and Force click a buddy’s token in the chat header to see their contact card in a popover.
• Reminders: Force click a reminder to see more details.
• Calendar: Force click an event to see more details. Force click a meeting attendee to see their contact card in a popover.
• Map locations: Force click a location in a map to drop a pin there.
• iMovie: If your iMovie Timeline has an animated map or globe, Force click the map or globe to access a Style menu.
• GarageBand: You can use Force click in the following ways.
  • Force click a region to rename it
  • Force click a note in the Piano Roll Editor or Score Editor to delete the note
  • Force click an empty area of a software instrument track area to create an empty MIDI region
  • Force click an empty area of a Drummer track area to create a Drummer region
  • Force click an empty area of an Audio track area to add an audio file
  • Force click an empty part of the Piano Roll Editor or Score Editor to add a note
  • Force click the automation area of a region to add automation points at region borders
  • Force click a region while dragging to zoom in on the timeline
  • Force click the area below the last track header to open a New Track dialog

Other Force Touch trackpad features

• QuickTime and iMovie: You can vary the pressure you use on fast-forward and rewind buttons. This will accelerate the speed at which you fast forward or rewind.
• iMovie: When dragging a video clip to its maximum length, you’ll get feedback letting you know you’ve hit the end of the clip. Add a title and you’ll get feedback as the title snaps into position at the beginning or end of a clip. Subtle feedback is also provided with the alignment guides that appear in the Viewer when cropping clips.
• Spotlight: You’ll feel a notch when moving the Spotlight search bar back to its standard horizontal or vertical position.
• Preview: You’ll feel a notch when you align shapes, text, and other markup elements with each other.
• Photo arrowing: When you arrow through Photos in an Album or a Moment, you can apply additional pressure to go faster.
• Rotate photos: In Photos, when you choose Crop and then rotate a photo, you’ll feel a notch when the rotation of the photo is at zero degrees.
• GarageBand: You’ll feel feedback from your Force Touch trackpad when you do the following.
  • Move the Track Volume slider to the 0 dB position
  • Move the Track Pan knob to the center position
  • Reorder tracks to a new drop position
  • Move window borders to the point when windows appear/disappear
  • Move Track Header borders to the point when header elements appear/disappear
  • Move main application window to the point when Control Buttons appear/disappear

Change trackpad settings

To adjust the pressure you need to click your trackpad, follow these steps.

1. Choose Apple menu > System Preferences.
2. Click Trackpad.
3. Click the «Point & Click» tab.
4. Find the Click slider and adjust the slider to your preference. Note that the sound of the click changes with the click pressure setting.

To turn off Force click, deselect the “Force Click and haptic feedback” checkbox. This will disable the functionality described in the Trackpad preferences pane.

A few of the examples of what you can do with a Force click only work if «Force click with one finger» is active. You enable or disable this in the «Point & Click» tab under «Look up & data detectors.»

On some Mac notebooks, you can turn off the sound of your trackpad’s click by selecting Silent clicking.

Force Touch trackpad must have power to click

Your Force Touch trackpad doesn’t click when it’s turned off, because it needs power to provide haptic feedback (like clicks). This applies to Magic Trackpad as well as Force Touch trackpads built into Mac notebook computers.

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Apple’s ‘force touch’ and ‘taptic engine’ explained

The new MacBook trackpad and haptic feedback technology could be coming to the iPhone next year and represents the next evolution of touch input

The trackpad on the new Apple MacBook is a big step forward in both haptic feedback and touch-based control. Photograph: Eric Risberg/AP

The trackpad on the new Apple MacBook is a big step forward in both haptic feedback and touch-based control. Photograph: Eric Risberg/AP

Last modified on Tue 21 Feb 2017 18.09 GMT

Apple’s new super-thin MacBook comes with a new trackpad technology that detects the force of a tap or press and is expected to be added to the iPhone next year. But what is “force touch”, how does it work and what on earth is a “taptic engine”?

Beyond the hype and buzz around the Apple Watch launch on Monday evening, a piece of technology that could change the way we interact with our computers and smartphones was unveiled. But it wasn’t a wearable device, nor a new phone. It was a new laptop fitted with a new type of trackpad.

Trackpads are not usually an exciting part of a computer. They are just a touch mouse with a couple of buttons and while some work better than others, they are pretty mundane. But Apple’s new trackpad on the 13.1mm thick MacBook does something different.

Instead of having either physical buttons or the whole trackpad acting as one giant button as in previous Apple laptops, the force touch trackpad does not move. Underneath the four corners of the pad are force sensors, which detect clicks as well as force and mean a click can be made anywhere on the trackpad — not just at the bottom.

Press harder

The guts of the new touchpad on the MacBook. Photograph: Apple

The new sensors can detect more than one type of click. A light click can perform one action, a harder click another and the threshold of how hard is a “hard” press can be customised.

Press harder to speed up the fast forward of video, for instance, or “force click” to pull up a definition of selected word.

The force gestures are in addition to the standard multitouch trackpad swipes and taps and are intuitive, which bodes well. Apple is expected to integrate force sensing into its iPhone and iPad next year, after introducing the technology in the company’s smartwatch, according to the Wall Street Journal.

The trackpad taps back

The trackpad feels like it is being depressed despite not moving when clicked on. Photograph: Apple

The new trackpad also incorporates a new type of haptic feedback – a physical response to a virtual action typically on a touchscreen. In this case Apple has replaced the physical depression of a trackpad click with what it calls a “taptic engine”.

A small device attached to the back of the trackpad essentially taps back in the opposite direction to the user’s click. It simulates physical movement, tricking the brain into thinking the trackpad is moving down and clicking as a button would. But the feedback is not just one stage, and with each threshold of force applied to the trackpad another click is felt.

The whole experience is much like using a two-stage camera shutter button that clicks once to focus and depresses further to capture the shot.

Most haptic feedback until now, as felt on Android and Windows Phones among others, is created by small vibration motors. When a virtual key is pressed the smartphone buzzes.

The new tapping feedback, which is also used by the Apple Watch, is a more intuitive and natural response to virtual taps and potentially represents a big step forward in haptic feedback.

Integrated into smartphones and tablets a force-sensing touchscreen that taps back on the user could provide virtual keyboards with feedback that is intuitive enough to level the playing field with physical keyboards, which would be good news for tablets and the “post-PC” era.

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Analyzing Porter’s 5 Forces on Apple (AAPL)

Investors and market analysts often seek different perspectives for market analyses of companies to gain a better picture of companies’ positions and strengths within their particular industries. One tool for fundamental analysis that goes beyond just examining financial metrics such as the price-to-book ratio (P/B) is Michael Porter’s Five Forces Model.

Key Takeaways

• Apple, Inc. has grown to become one of the world’s most valuable companies and respected brands.
• Porter’s Five Forces Model can be applied to Apple to understand its position within its industry and how it compares to the competition.
• This type of analysis reveals that Apple is still in a strong market position, but faces several threats to its dominance.

The Porter 5 Forces Model

Michael Porter developed the Five Forces method of analysis in 1979.   The Five Forces model aims to examine five key forces of competition within a given industry. The main force examined by Porter’s model is the level of competition within an industry. A person could even argue that Porter’s model is essentially an analysis of the competitiveness or non-competitiveness of an industry.

The other four forces considered in Porter’s model all impact the level of competition. They include the threat of new entrants to the marketplace, the threat of consumers opting for substitute products, the bargaining power of suppliers within the industry, and the bargaining power of buyers or consumers within the industry’s marketplace.

Industry competition and the bargaining power of buyers are the most substantial marketplace factors that impact Apple in terms of profitability.

Apple in the Marketplace From a 5 Forces Perspective

Through its Macintosh computers and operating system, the iPad, iPhone, and other products, Apple, Inc. (NASDAQ: AAPL) has achieved massive success as a company despite going through a number of up and down cycles since its founding in 1976.   In 2018, Apple achieved the notable distinction of being the first U.S. company to ever attain a market capitalization greater than $1 trillion.  

Apple’s success is attributed largely to its ability to innovate and bring unique products to market that have engendered substantial brand loyalty.   Its product development and marketing strategies reveal an awareness of the need to deal with the major marketplace forces that can impact Apple’s market share and profitability.

A Five Forces analysis of Apple’s position in the technology sector shows industry competition and the bargaining power of buyers as the two strongest marketplace forces that can impact Apple’s profitability. The bargaining power of suppliers, the threat of buyers opting for substitute products, and the threat of new entrants to the marketplace are all weaker elements among the key industry forces.

Apple’s dominance in the industry has been largely unchallenged, but a strong challenger could come in the future and the company must continue innovating and building brand loyalty so as to keep any potential competitor at bay.

Industry Competition

The level of competition among the major companies that compete directly with Apple in the technology sector is high.   Apple is in direct competition with companies such as Google, Inc., the Hewlett-Packard Company, Samsung Electronics Co., Ltd., and Amazon, Inc.   All of these companies expend significant capital on research and development (R&D) and marketing, just like Apple. Thus, the competitive force within the industry is strong.

One thing that makes the industry so highly competitive is the relatively low switching cost. It does not require a substantial investment for a consumer to ditch Apple’s iPad for an Amazon Kindle or other tablet computers. The threat of marketplace competition is a key consideration for Apple, which it has dealt with primarily through continually developing new and unique products to increase and strengthen its market share position.

Bargaining Power of Buyers

The element of low switching cost referred to above strengthens the bargaining power of buyers as a key force for Apple to consider. There are essentially two points of further analysis within this force: the individual bargaining power of buyers and their collective bargaining power. For Apple, individual bargaining power is a weak force, since the loss of any one customer represents a negligible amount of revenue for Apple.

However, the collective marketplace bargaining power of customers, the possibility of mass customer defections to a competitor is a strong force.

Apple counters this strong force by continuing to make substantial capital expenditures in R&D, enabling it to keep developing new and unique products such as the Airpods and the Apple Watch, and by building significant brand loyalty. Apple has been very successful in this area of competition, establishing a large customer base that, basically, would not consider abandoning its iPhones in favor of another smartphone competitor.

The Threat of New Entrants to the Marketplace

The threat of a new entrant to the marketplace that could seriously threaten Apple’s market share is relatively low. This is primarily due to two factors: the extremely high cost of establishing a company within the industry and the additional high cost of establishing brand name recognition.

Any new entrant to the marketplace of personal computing or smartphones needs to have a massive amount of capital just to spend on R&D and manufacturing to develop and produce its own product portfolio prior to ever bringing its products to market and beginning to generate revenue. Such an entrant faces the already identified strong competition within the industry that exists between Apple and its major competitors, all of which are large, well-established firms.

The secondary challenge is establishing brand name recognition within an industry that already has several companies, such as Apple, Google, and Amazon, with very strong brand recognition.

Although it is possible some new company (perhaps a Chinese firm with financial backing from the government), might eventually challenge Apple’s position within the industry, for the immediate future, the likelihood of such a challenger arising is remote.

Nonetheless, it is important for Apple to continue strengthening its competitive position through new product development and building brand loyalty to place any potential new entrants to the industry at a larger competitive disadvantage.

Bargaining Power of Suppliers

The bargaining power of suppliers is a relatively weak force in the marketplace for Apple’s products. The bargaining position of suppliers is weakened by the high number of potential suppliers for Apple and the ample amount of supply. Apple is free to choose from among a large number of potential suppliers for component parts for its products. The industries of its parts suppliers, such as the manufacturers of computer processors, are themselves highly competitive.

The switching cost for Apple to exchange one supplier for another is relatively low and not a significant obstacle. Plus, Apple is a major customer for most of its parts suppliers, and, therefore, its suppliers are very reluctant to risk losing the company’s business. This strengthens Apple’s position in negotiating with suppliers, while conversely weakening their positions. The bargaining power of component parts suppliers is not a major consideration for either Apple or its major competitors.

The Threat of Buyers Opting for Substitute Products

Substitute products, within the framework of Porter’s Five Forces Model, are not products that directly compete with a company’s products but possible substitutes for them. In the case of Apple, an example of a substitute product is a landline telephone that might be a substitute for owning an iPhone.

This market force is relatively low for Apple due to the fact that most potential substitute products have limited capabilities compared to Apple’s products, as in the example of a landline telephone compared to an iPhone that has the capability to do much more than just make telephone calls.

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